Services
Brand design
Brand strategy
Employer branding
Investment branding
Sustainability branding
Sectors
Aviation
Transportation & logistics
Location
Singapore
Services
Brand design ,
Brand strategy ,
Employer branding ,
Investment branding ,
Sustainability branding
Sectors
Aviation ,
Transportation & logistics
Location
Singapore

Braced for adversity, fortified with resilience

Trade uncertainties and the COVID-19 pandemic have posed major disruptions to many businesses. With the aviation industry greatly affected, SATS, Asia’s leading provider of food solutions and gateway services, remains focused on its growth strategy through strategic opportunities presented.

Despite the unprecedented time of uncertainties, “Resilience in Action” is a theme that demonstrates the SATS people’s resolute fortitude with their self-determination spirit, volunteerism, and SATS’ ability to adapt with agility.

Challenges & Opportunities

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1

How can the concept / theme of “Resilience in Action” be clearly communicated?

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2

How to project the confidence and reassurance despite being greatly impacted by the COVID-19 pandemic?

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3

How can SATS demonstrate its resilience and ability to rebound from adversity?

Presented with the challenge of developing an investment branding solution that demonstrates sincerity, resilience and reassurance to all stakeholders, customers, its people and business continuity, we developed in-depth understanding of the SATS’ business aided by the SATS team to deliver another compelling theme for this year’s report.

Remaining focused on SATS’ growth strategy in mind,  a modern, monochromatic solution was conceptualised and crafted to highlight strategic collaborations and events displaying the admirable fortitude and adaptability of the SATS people and the group’s ability to rebound. 

A raw, concrete and gritty background texture was created for the annual report cover that conveys SATS resilience. Paired with bold and purposeful messaging for the key thematic spreads reaffirmed the acceleration of SATS business continuity growth strategy. 

The idea about “speaking from the heart, to the hearts”, which is literally spoken with sincerity through statements as quotations in the inside pages such as the Group Management Board.

The overall monochromatic design approach implementation with a delicate touch of SATS primary colour, crimson, conveys a prudent and authentic message to stakeholders.

The black and white photography style appears to be one of the key highlights that strongly emphasised self-determination and volunteerism of the SATS people through compelling imageries which are relevant in testing scenarios like the COVID-19 pandemic.

An interactive content narrative and visual-driven approach was developed for the Sustainability report which shares the same Resilience theme.

A series of inspiring SATS’ responses and contributions to the COVID-19 pandemic guided by its technology-driven, people-led approach and its three (3) Sustainability Pillars – Nourishing Communities, Connecting People and Treasuring Resources, have truly demonstrated the resilience and determination of its people across all aspects of its sustainable business as SATS continues to strategically pursue growth and expand in to new geographies.

Results

Clearly a bold and integrated solution that takes on a monochromatic design approach accompanied by an authentic black and white photography style, the SATS Annual Report 2019-20 has delivered a classy and compelling look whilst delivering a conviction that voices out SATS’ agility and resilience as the company propels forward.

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